Banyan TreeDeveloping a Powerful Service BrandPresented by-Group No- 2MANAS MADHURJYAROHITSAURABHSUKRIT

Origin & Service offeringBanyan Tree: One of the leading player in the luxury resorts and spa market in Asia.It is the case of:Brand with it’s Brand ExtensionNiche marketing strategyPublic Relations & Global Marketing ProgramsBTHL operates with 15 resorts and hotels,35 spas and 38 retail shops in more than 40 locations in 20 countries.Founder: Ho Kywon Ping.

Brand with it’s Brand Extension

Niche marketing strategy

Public Relations & Global Marketing Programs

Factors behind successChoice of target segment Positioning and branding strategy Product/service design and delivery Aggressive internal marketing Winning the support of local communities and public interest groups Pioneer status: first mover advantage Pro-environmental business practices

Choice of target segment

Positioning and branding strategy

Product/service design and delivery

Aggressive internal marketing

Winning the support of local communities and public interest groups

Pioneer status: first mover advantage

Pro-environmental business practices

Marketing & Brand ValuesBTHL marketing strategies were managed by international advertising agencySanctuary for the sensesPromoted as “smallish” hotel experiencePromoted as “Banyan Tree Experience”Focused on extensive advertisingBrand awareness created through PR &global marketing

Local community involvementUse of local traders supply of indigenous materialsLocal artisans traditional art and handicraft Local farmers and tradersPurchase fresh produceSupport local tourism ventureBenefit the wider local community and enhance the visitors experienceOther social interactionsDisparity in life styles and living standards between guests and the local communityScholarships for the needy children, building schools, child care centre , hosting lunches and partiesSupport local cultures and religious activities

supply of indigenous materials

traditional art and handicraft

Purchase fresh produce

Benefit the wider local community and enhance the visitors experience

Disparity in life styles and living standards between guests and the local community

Scholarships for the needy children, building schools, child care centre , hosting lunches and parties

Support local cultures and religious activities

New brands introductionIntroduce the Angsana brandIntroducing spa services in hotels Opened In 1999 in Dusit LagunaBTHL launched Colours of Angsana Resort & spa, complete with an Angsana GalleryPenetrate the soft adventure and cultural tourism market, creating to the more adventurous segment of market.Two hotel were lunched under the Colours of Angsana at China and Sri Lanka

Introducing spa services in hotels

Opened In 1999 in Dusit Laguna

Penetrate the soft adventure and cultural tourism market, creating to the more adventurous segment of market.

Q-- What are the main factors that contributed to Banyan Tree’s success?

Banyan Tree’s success might be attributed to an overall well designed and executed external and internal marketing program, and in particular: Choice of target segment Positioning and branding strategy Product/service design and delivery Aggressive internal marketing Winning the support of local communities and public interest groups Pioneer status: first mover advantage Pro-environmental business practices

Choice of target segment

Positioning and branding strategy

Product/service design and delivery

Aggressive internal marketing

Winning the support of local communities and public interest groups

Pioneer status: first mover advantage

Pro-environmental business practices

Q--Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market ?

Brand positioning is timely and appropriate in today’s hectic and stressful lifestyles Focused promotion efforts with minimal wastage Unique positioning sustainable? Unique service experience at Banyan Tree. Appeal to “the senses,”

Brand positioning is timely and appropriate in today’s hectic and stressful lifestyles

Focused promotion efforts with minimal wastage

Unique positioning sustainable?

Unique service experience at Banyan Tree.

Appeal to “the senses,”

Perceptual mapping

Q--Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in future?

central theme: “the romance of travel and the beauty of discovering the world”.Banyan Tree targeted the higher end of the luxury resorts market Angsana was more mainstream and contemporary, targeting the wider market The Colours of Angsana range of boutique hotels catered specifically to the soft adventure tourism segment,

RecommendationsAchieving branding consistency through management by brand Management of the portfolio by brand would achieve more consistency in branding and positioning, and also make it easier to cross-sell and bundle products, although such an arrangement would require duplication in resources for various functions.

Thank You